Download Attract and Retain Customers - Content Marketing Institute

How to Attract and
Retain Customers
with Content Now
by Joe Pulizzi, Founder, Content Marketing Institute
T
Sounds easy enough, right? Wrong. The majority of
organizations are set up to sell products and services,
not to create and deliver consistently valuable editorial
products. That’s why the content execution seems so
unnatural to most businesses.
oday’s Internet-savvy buyers are hungry for content.
And not just any content … valuable, relevant content
that offers solutions to their problems and helps them
lead successful, productive, enjoyable jobs and lives. However,
they are also inundated by thousands of marketing messages
every day, most of which they ignore. To get through, you need
to communicate differently—you need to do more than just sell
products and services. You need to provide information. Smart
marketers know this and are creating strong brand relationships
by providing good, authoritative, even leadership-type content.
The good news is that by following the roadmap presented
here, you will be well on your way to delivering content that
is vital and relevant to your target market, and therefore,
positioning yourself as the company they’ll turn to when the
time comes to buy. Integrating a content marketing strategy
isn’t easy, but as you’ll see below, it is imperative to growing
and sustaining a profitable business.
Already, the average business marketer spends 26% of their
marketing budget on the creation and execution of
content. That number is increasing, as the economic climate
is triggering marketers to pay attention to the use of strategic
content even more. The 2012 Content Marketing Research
Report from CMI found that 60% of marketers are increasing
their content marketing spending over the next 12 months.
Content is now the engine that makes marketing go.
Content Marketing Defined
Content marketing is the art of understanding exactly
what your customers need to know and delivering it
to them in a relevant and compelling way to grow your
business.
It’s About Telling Stories That Matter.
According to ITSMA, almost two-thirds of buyers nearly twothirds of buyers conduct their own research and then contact the
vendor, not vice versa. In most cases, before buyers have personal
contact with you, they are already armed with information about
your company, your people, and your products. This is true whether
they plan to buy office equipment or machine tools.
This is much more than offering product information, but rather
it extends into providing best practices, case studies, success
stories, thought leader­ship, and more. Once you have delivered
relevant content, you become a trusted resource.
Content marketing enables companies to build a level of
trust among their customers that makes it easy for those
customers to buy. This is easy to say but hard to do because
it almost certainly means changing the way you think and
act about marketing.
What this means for you is opportunity—an opportunity to
educate potential buyers about your industry, possible solution
choices, best practices, and the right questions to ask. In this
way, you have already begun a relationship that will make it
easier for them to buy. That’s what content marketing is all
about. In essence, the customer has initiated a conversation
with you before you even know they are interested in your
products and services.
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Be the Media
Case in Point: Motorola
In the pre-Internet world, buyers relied on traditional
media companies to fill their information needs. With
today’s technologies, that is no longer true. In fact, YOU
can be the media:
Motorola is an example of a company that is creating and
executing valuable and relevant content (mostly online) to
become a trusted partner and resource to customers.
Everything Motorola does revolves around the customer. Its
two most important objectives for getting new business are:
1) customers must trust Motorola first and 2) Motorola must
show the human element (not the technology) in order to
sell products and services.
You can deliver tangible benefits to prospects
and customers by providing relevant content that
helps provide solutions to some of the toughest
problems they are facing.
This type of content marketing benefits the customers
of course. Customers love it. Who wouldn’t? But content
marketing also drives revenues, and may ultimately be
the most important and effective marketing strategy/
tactic available to successful marketing professionals.
By delivering content that is vital and relevant to
your target market, you will begin to take on an
important role in their lives.
You don’t have to be a big, powerful brand with a huge
budget and global reach to incorporate these strategies.
In fact, startups, small- and medium-size companies,
associations, and non-profit groups are all benefiting from
rethinking how they market their products and services.
So too can you deliver top-line and bottom-line results for
your company.
Motorola has found in its marketing that 80% of technology
buyers use the web as their primary purchasing decision
tool. Therefore, online informational tools are at the center
of its marketing strategy. Print and events are integrated, but
the plan and creative are pulled from online. With every type
of demand generation activity (events, SEO/SEM, public
relations, advertising, direct marketing) there is a specific
tool and landing page to tell the customer story as it
relates to Motorola marketing objectives. These include
microsites, video case studies/libraries, eZines (digital
magazines), white papers, online communities, and even
a virtual city (specific to government and public safety
decision makers) that provides real-world examples of
how visitors can best leverage technology to get their
jobs done (with links, of course, to videos, case studies,
and white papers). From these, the company looks to
convert information seekers (Motorola gets 1.3 million
visitors to its B2B site every month1) into prospects to
get through to the sales cycle.
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2010 numbers
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Case in Point: Blendtec
Maybe you don’t have the budget of a Motorola, but with a
healthy dose of creativity you’d be amazed at what you can
accomplish on a shoestring. Take Blendtec for example.
Blendtec was founded in 1975 and for many years
specialized solely in commercial applications. The company
is responsible for many advancements in blender design
and its blenders are found worldwide (and in Starbucks).
When Blendtec decided to go after a larger share of the
residential and commercial market, did it sit back and
wait for the media to take notice? No! It went out and
launched a Will it Blend? viral marketing campaign
utilizing YouTube. These clever and amusing 30-second to
two-minute videos show Blendtec founder and CEO Tom
Dickson attempting to blend various items including golf
balls, credit cards, a camcorder, a McDonald’s Extra Value
meal… the list goes on. Items are rated “safe” or “not safe”
and are categorized at the company’s website as “don’t try
this at home,” or “please, try this at home!”
With what was probably less than an initial $1,000
investment and a YouTube account, Blendtec has
increased sales by more than 700%, according to
Blendtec executive George Wright. And it hasn’t
stopped there. Blendtec continues to integrate its online
content tools. The Willitblend.com website (yes, there
is a dedicated website!) links back to the Blendtec.
com website, which features “healthy living” recipes,
demonstration videos, installation tips, and, of course,
more Will it Blend? videos!
Six Reasons Why You Need to Begin Today
1. A change in buyer attitudes toward the “credibility” of content.
Today’s buyers look everywhere for essential content in order to make smart buying decisions. Therefore, they need content that makes them smarter and more knowledgeable. Businesses that provide that content will win. Whereas in the past, customers were wary about information that didn’t come from a traditional media source, today’s savvy buyers can sniff out the good content from the bad, and they don’t mind if the information they engage in comes from a business.
2. Traditional media sources can’t be counted on to assist you in reaching your customers.
Because today’s buyers have more control over the content they choose to read, traditional media sources are losing reach. In fact, you may have better information about your
customers and prospects right in your own database–
including their all-important e-mail addresses—than
any media company trying to sell you traditional marketing solutions.
3. Shrinking media company budgets reduce
content quality.
Continued newspaper and magazine cutbacks in editorial staff
and circulation size have created a void—a void that
non-traditional content creators can fill. Traditional media is suffering because the business models have changed, not because there is less information needed in the world.
Actually, buyers need more information than ever. If the
New York Times, your local business section, or your industry trade magazine isn’t going to provide it, who will? You!
4. Selling to your customers is becoming more challenging.
The more informed the consumer or buyer is, the more difficult it is to sell them. A better approach is to provide relevant content that positions your company as a trusted
source. You begin as a source of information and continue as a source of products and services. Your thought leadership in print and online positions your company as the obvious source of solutions. As you become increasingly customer-centric, you will develop an increasingly loyal
and lucrative base of repeat customers.
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5. Because technology is both cheap and easy to use, even small companies can deliver great content solutions to a targeted customer base.
Today’s technology enables companies of all sizes to create all kinds of sophisticated online publications—such as websites, digital magazines, and eNewsletters—and manage huge amounts of data relating to current and future customers both simply and inexpensively. In fact, with focus,
creativity, and a little outside help, even the smallest companies can do a better job of providing targeted content to their best customers than some billion-dollar competitors.
• Learn how to create the kind of high-quality content that emanates from great publishers and great corporations.
2. Use the B.E.S.T. Formula as Your Content
Marketing Roadmap
6. Businesses have now learned how to create great editorial content.
The key to a successful content marketing strategy is, you guessed it, great content. Not just any content. Great content. Buyers know the difference between great content and a blatant sales pitch with no inherent value. In the past, buyers received great content from the media company giants. Today, they can and should be receiving it from you. Even if you do not have internal editorial talent, plenty of brilliant editors, reporters, publishers, and agencies will be happy to put their talents to work on behalf of your company.
Simply put, the B.E.S.T. formula is a structured approach
for creating a content marketing roadmap—a simple way
to begin your rethinking process. Use it to gather the
information necessary to develop and deploy a successful
content strategy and plan.
How to Develop a Strategy
In a nutshell, the B.E.S.T. formula simplifies a complicated process. Apply it so that your marketing is:
1. Become an Effective Change Agent Within
Your Organization
Okay, so you’re convinced of the need to initiate a content marketing strategy. How do you begin?
• Behavioral—Everything you communicate with your customers has a purpose. What do you want them to do?
• Essential—Deliver information that your best prospects
and customers really need to succeed at work or in life.
• Develop a content marketing mindset— First for you and then for your organization.
• Strategic—Your content marketing efforts must be an integral part of your overall business strategy. Link your content strategy to your bottom line results.
• Make the commitment—Understand that developing
and executing content marketing initiatives that work takes time, effort, and expertise. It’s extremely difficult to extract • Targeted—You must target your content precisely so that it is truly relevant to your buyers.
content from organizations that have no experience with content marketing.
Use the B.E.S.T. approach for all of your online, print, and
• Think and act like a publisher—Content marketing
in-person communications. That’s how you can play the
requires you to view yourself more like a publisher same role that newspapers, magazines, TV, radio,
delivering valuable editorial products than as a marketer conferences, workshops, and websites have played in the selling products and services.
past. Now it’s your turn to become the trusted source that persuades prospects and buyers to become loyal,
long-term customers.
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First Understand, Then Be Understood
3.Determine Goals, Buyer Needs, and
Desired Outcomes
After you’ve worked through the B.E.S.T. formula, take the information you’ve gathered and follow these four steps in detail to create your content marketing plan:
You cannot hope to implement a successful content marketing
strategy without understanding exactly what outcome you
require. Equally important is an in-depth understanding of
your targeted prospects. Only then can you craft a content
marketing approach that will deliver more sales, more
customers, and more measurable results.
• Determine which organizational goals will be affected by the content program. Before you launch your content program, list your key organizational goals. Goals must be two things: specific and customer-focused.
For example: “To generate an average of 10% revenue
growth with our top 20% of customers in Latin America.”
How will your content marketing program affect these
goals? Results should be measureable and drive behavior
change.
The answers to these questions will guide you to a profitable
content marketing strategy:
Behavioral
• How do we want the customer to feel?
• What effect must we achieve with them?
• What action do we want them to take?
• How will we measure their behavior?
• How will we put them on the path to purchase?
• Determine the informational needs of the buyer.
Businesses create specific content so that customers react in very specific ways. Without a clear understanding of the customer’s information needs, any reaction that is close to the end goal is pure dumb luck.
Essential
• What do our buyers really need to know?
• What will provide the most benefit personally or professionally?
• How can we present the content for maximum positive impact?
• What are the mandatory elements of the campaign?
• What media types must we include?
Strategic
• Does this content marketing effort help us achieve our strategic goals?
• Does it integrate with our other strategic initiatives?
Targeted
• Have we precisely identified the prospects we want to target?
• Do we really understand what motivates them?
• Do we understand their professional roles?
• Do we understand how they view the product or service we offer?
You probably already have a pretty good understanding of
your core buyers. In order to create an effective content
program, you need to take it a step further. Comprehensive
research does not necessarily mean expensive. It can
include phone calls, social media listening programs, in-person
meetings, and e-mail surveys (think Zoomerang and
Survey Monkey) with customers and prospects, as
well as input gathered from your customer service and
sales personnel.
By taking the time and committing the resources to answer
these questions, you will have the necessary information to
create a content marketing plan that works.
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Put the Plan In Motion
The goal is to create a buyer persona (a vision of who
your target customer really is), and a true understanding
of what information they need (not just what you think
they need), which in turn will enable you to meet your
objectives.
How to Develop and Execute Content
The real challenge comes at this stage, where you need to
actually begin planning and developing content.
1. Get outside help—especially with the content.
According to CMI research (2011), the majority of B2B
marketers outsource their content projects. Anything can
be outsourced: project management, content creation,
design, web development, audience development,
distribution, marketing, and more. Of all these, the most
important is content.
• Determine what you want your customer to do and why this helps the business. To summarize, before you initiate and create the content for your content marketing plan, make sure:
• The content plan specifically drives your organization’s goals
• The action(s) you want the customer to take are in some way measurable
• The content is based on your research about the buyers’ informational needs.
Let’s face it: Marketers are so busy focusing on their
products and driving demand that it’s difficult to step
back and think about customers’ informational needs like
journalists do. Also, great writing is an art form, and takes
talent. If you have that talent in-house, great. If not, find an
expert from the outside. All companies, no matter what the
size, may not always be able to outsource the complete
project, but can always afford to outsource portions of the
project.
If you have each of these components, you can create
very specific goals for your content program. Some of
these goals will be easy to link to your overall goals (e.g.,
achieving a business transaction). Others will just be
pieces of the overall pie that keep you going in the right
direction (e.g., getting a prospect to sign up for a trial
offer or an eNewsletter to begin creating a relationship).
Today, most organizations call these instances a
conversion. Whatever you call them, make them specific
and measurable in some way. Even print programs can
measure conversions through group A/B benchmarking
studies, or specific calls-to-action that drive customers to
web landing pages.
2. Develop an editorial plan and schedule.
Like a publisher, create a content schedule that works from
present to about a year out. That doesn’t mean you can’t
change things as you go depending on strategic objectives,
product launches, or new customer information. What it
means is that good content takes time. Whether you are
creating content for social media, a magazine, eBook, or
video series, you need to plan ahead to get it done right.
• Determine the product and content mix. There are many content products to choose from, and the list grows
longer every day. By mixing your knowledge of the customer, your organizational objectives, and, frankly, your budget, you should be able to determine an appropriate content mix of products. Remember, even though certain vehicles (e.g., a custom magazine) may prove to be the best options for your own particular organization, your content marketing program should be well-integrated with your website, microsites, ancillary content initiatives, and other collateral. Make sure all touch points speak to each
another (see The Content Marketing Playbook in
Resources for more).
Good content doesn’t happen overnight. Most often, it takes
research and revision to meet the needs of your customers.
Therefore, two sets of plans are needed. First, create an
ongoing editorial calendar with key milestones for content
deliverables. Second, develop a production schedule for the
project team to follow for each individual project.
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Case in Point: Pinsent Masons
Pinsent Masons is an international law firm specializing
in IT and e-commerce that uses online and podcasting
tools to attract new customers and build relationships
with existing ones.
3. Define the process and assign managing editor
to own it.
Superior execution is the core of a successful content
program. One person in your organization should be
responsible and “own” the content initiative. Consider this
person the “publisher” for your content efforts. Ultimately, this
person is responsible for executing the goals you set out to
accomplish.
When content programs fail, it’s usually not due to a lack
of quality content, but because of poor execution. That’s
why a managing editor may be your most important content
asset, even though this person may not be creating any of
the content. The project manager must ensure excellence in
every content marketing tactic, including:
In 2000, Pinsent Masons realized it needed to be an
information provider that could speak in terms that prospects
and clients could “really” understand. To achieve that goal,
it hired a writer/ lawyer whose entire job responsibility is
to drive the firm’s content marketing efforts. That same
year, the firm developed a new website with a catchy name
(OUT-LAW.com) and an even catchier sheriff-badge logo.
The website is very much news-driven, delivering new
content every day. Overall, the site contains more than
10,000 articles about technology and law. It clearly states:
“The site exists because we want you to choose our law firm
when you need more help.” Visitors are also encouraged to
register at OUT-LAW.com so they can “get stuff for nothing.”
That “stuff” includes the Weekly Roundup eNewsletter (with
links back to the OUT-LAW.com website), a weekly podcast
(OUT-LAW Radio) and access to additional guides and
seminars.
• Content/editorial
• Design/art/photography
• Web development/integration
• Content-specific marketing
• Monitoring customer conversations
• Project budgeting
• Contract negotiation with freelancers
• Print/web production and maintenance
• List/audience development and maintenance
• Research and measurement
• Responsibility for accomplishing the goals of the project.
Sometimes, just a little upfront work can make all the difference. Such is true with content marketing. With a little planning, a few processes, and ownership within the
organization, any size business can make an important
impact in the lives of its customers.
4. Identify sources of content.
The traditional route of creating content by completing a
sound and reasonable content plan is always important.
What’s often forgotten, though, is that you can take
advantage of content happening in and around your
organization.
As a result of all its content marketing efforts thus far,
Pinsent Masons has received a multi-million-dollar return
on a relatively small content marketing investment. More
importantly, the firm is confident that it can track millions
of British pounds worth of business to its online content
marketing efforts.
For example, do your executives and employees speak and
give presentations on a regular basis? If so, get the rights
to record them through video or audio. That’s a piece of
important content.
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Do your engineers or process improvement personnel
create industry documentation to substantiate designs or
quality improvement measures? If so, rework it to create a
piece of valuable content for your customers and prospects.
succeed with managing the content marketing process. And in
order to get it done, you need the following four things:
• People to do it
• Roles and responsibilities for those people to fill
• A schedule by which the tasks are fulfilled
(editorial calendar)
• Rules and guidelines
The list could go on forever depending on your organization.
The goal is to look at what is happening in your company
to uncover gems of content that can be reworked by your
editorial staff and produced as original and valuable content.
The most difficult of these may be finding the roles within our
company to drive the process. If that’s the case for you, here’s
the answer.
5 Key Roles for Content Marketing Success
Assembling the Team, their Roles and Responsibilities
Given the size of your organization, you may have one person
– or many – responsible for your content marketing initiative;
however, in general, no matter how many people actually take
responsibility for the function, the following roles are needed.
NOTE: These are roles within the organization, not necessarily
position titles (although they could be).
According to the latest research from the Content Marketing
Institute and MarketingProfs, 90% of non-media companies
create original content, in some shape or form, to attract and
retain customers.
Biggest Content Marketing Challenge
7%
The Manager — or Chief Content Officer (CCO)
At least one person in your organization should own the
content initiative. More recently, organizations have been calling
this a chief content officer (CCO). Kodak calls this role the
vice president of content strategy; social media technology
company Radian6 calls it the director of content marketing
(here’s a full Chief Content Officer job description).
This is the “chief storyteller” role for your content effort and
is responsible for executing the goals that you set out to
accomplish. When content marketing fails, it’s usually
not because of a lack of high-quality content, but
because of a drop in execution.
1%
12%
41%
Producing the Kind of Content
that Engages Prospects/Customers
Producing Enough Content
Budget to Produce Content
18%
Lack of Buy-In/Vision from
Higher-Ups Inside Your Company
20%
Producing a Variety of Content
Budget to License Content
In organizations where there is no budget for a dedicated
CCO, this role may be filled by the director or vice president of
marketing. Many brands, such as UPS, have a manager inside
the company who oversees internal content production as well
as the production of content by an outside agency. Although
brands can outsource a wide variety of content production
through outsourced vendors, it’s important to keep the
CCO inside the organization.
The biggest challenge? Creating compelling content.
As we’ve discussed … content marketing is a new muscle
for most organizations.
Most brands have been doing things the same way for so long
that thinking like a publisher is, well, quite taxing. Worse yet, we
aren’t set up for publishing; we’re set up for traditional marketing
practices set up in the usual organizational silos. That means we
might not have an awareness of the types of roles needed to
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Content Creators
Content creators produce the content that will ultimately
help to tell the story. This role typically overlaps with the
managing editors who are also producing content, but also
may simply be subject matter experts within the organization.
For example, typical content producers include anyone in the
C-suite, the head of R&D, the product manager, the customer
service director, or a hired consultant. In many cases this role
is outsourced when there is a lack, or gap, in resources to
produce the content. It’s important to note that this person
does not need to be a writer (although it’s really helpful if they
are). In general, they are there to be the “face” or “voice” of the
authentic organization. They may be interviewed for content,
or they may produce a long, rambling email that is transformed
into a cogent blog post.
The Managing Editor(s)
The editors have a critical role in the content marketing
process, and are probably the most sought after by brands
today. As more brands develop content, employees are
being asked to blog and write on behalf of their companies.
Unfortunately, the writing style of employees who have never
created content before often leaves much to be desired. That’s
where the managing editor comes in. This role, sometimes
outsourced, and sometimes part of the CCO’s responsibility,
manages the editorial functions of the content marketing effort.
These are your day-to-day content execution people. They help
internal employees develop and write content, and they help
external people match their writing to meet the organizational
goals. The managing editor works with the employees on:
• Content production
• Content scheduling
• Keyword selection
• Search engine optimization of posts
• Style corrections
• Tagging and images
Content Producers
Content producers format or create the ultimate package that
the content is presented in (i.e., they make the content pretty).
Chances are this role already exists in your organization to
some degree; it is either handled in-house or by an agency. It
might be a Web agency if the end product is a blog or a
Web site.
Sometimes the managing editors are there to teach, so the
employees can do more on their own. They also may act as
coaches, encouraging the managers, executive team, or even
external writers to produce content against the schedule.
OpenView Venture Partners, a VC firm based in Boston, has a
managing editor who oversees all the content on the OpenView
blog, but only creates a small portion of it. Nearly every
employee is responsible for developing original blog posts, so
the managing editor edits content from the entire enterprise.
Chief “Listening” Officer (CLO)
The role of the CLO is to function as “air-traffic control” for
social media and your other content channels. They are there
to listen to the groups, maintain the conversation, and to route
(and/or notify) the appropriate team members who can engage
in conversation (customer service, sales, marketing, etc.). For
the content marketing process, this function serves as the
centerpiece of our “listening posts.” You establish listening
posts so you can continue to get a “feed” of information so
that you can always be ready to react and adapt as your
subscribers react and change.
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Making the Content Marketing Process Work
The content producers are almost exclusively focused on the
optimization and aggregation phase, as they design, format,
and produce the content in whatever end form it will take.
Where do these roles fit in the content marketing process?
Let’s look at this map:
The CLO focuses on the Converse & Listen phase. In some
cases they will actually conduct the conversation that ensues –
but more likely are the “ears” of the organization.
Their job is to quickly and efficiently route the conversation to
the appropriate part of the organization. Each role shifts as the
process goes forward, and the percentage of time or attention
that each person spends is allocated accordingly. If you look
at this mapping as a part of your initiative, you can begin to
envision how the workflow for the team might have to be
allocated, especially given the volumes of content, the velocity,
and how much external communication will be necessary.
If managing the content marketing process is something your
organization is challenged with, Robert Rose and I just wrote
the aptly named Managing Content Marketing: The RealWorld Guide to Creating Passionate Subscribers to
Your Brand.
How Will You Know If It’s Working?
As you can see, the CCO stays engaged throughout the entire
process. His or her role is to focus on the entire process and
make sure that it runs smoothly and meets the goals set forth
in the strategy.
Set Up the Plan for Measurement
Content marketing can always be measured if you have a clear
understanding of your strategic communication objectives. Just
keep it simple and answer the question, “How will we know that
the content plan is working?” This should lead you directly back
to your organizational goals.
The content creators are purely focused on the creation
and management stage of the content marketing process.
They may be fed with information gleaned during the
measurement and insight phase, but their time is squarely
dedicated to creating.
One effective way to judge the effectiveness of a content plan
is to analyze Return on Objective (ROO). ROO measurements
come in all shapes and sizes, and usually include multiple
items to give you the complete answer to your question. The
important aspect to remember is that it’s not measurement for
the sake of measurement. The tools and tactics below are used
to directly answer what the project’s objective is. If you keep
that in mind, you’ll get your ROO. The information will also help
you continually refine your content projects.
The managing editors play an equally important role during
the creation and management phase and also shepherd the
content through the optimization and aggregation phase.
This role may also play into the conversing and listening
phase, especially as they work to make sure content
is meeting editorial, SEO, or other guidelines; however,
their role lessens as the content moves out into the “live”
environment and is consumed.
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Final Thoughts: Content Without Promotion
Is Nothing
Here are a few measurement initiatives to get you started:
• Tracking sales lift of those who receive the content program versus those who do not.
Motorola is a great example of how content promotion is
integral to the entire sales process. Every one of its demand
generation activities links to a specific informational tool that
leads customers through the sales process.
• Tracking conversions for online content products or print subscriptions and measuring new or increased sales.
• Online readership studies to determine the impact of the content project, as well as the acquisition of customer informational needs and trends.
Lee Odden, one of the leading marketing bloggers in the country,
posted this about the content versus promotion debate:
• Measuring engagement (time spent) through online research or by using analytic measures on eNewsletter or web portal products.
• Pre-/post-awareness study to measure the impact of the program. If possible, separate out a control group that does
not receive your content initiative. Without that, it’s challenging to tell if the project made the impact, or if it was
something else in your marketing arsenal.
There are also a number of online measurement tools that can
give you some insight into how your content is performing, both
with search engines and with customers themselves. Some
examples include Alexa. com, Compete.com, Quantcast.com
and an analytics package like Google Analytics for web traffic
measurement. And remember, it’s not the traffic that counts, it’s
what the traffic does, so use your analytics package to track
behaviors (Goals in Google Analytics) as well as engagement.
“ If you create great content and no one knows about it
to link to it, you’re spinning your wheels. A combination
of content as well as social networking, link networking,
public relations, and gaining editorial visibility as well as
viral and individual link solicitations will all work together
synergistically. Building a community of consumers of your
content as well as relationships with the media in your
industry is the distribution network necessary to gain the most
link value out of creating great content.”
All too often, companies engage in a content project, don’t
see positive results, and halt the initiative, thinking that the
content didn’t meet customer needs. The majority of time,
the problem was not necessarily in the content, but in the
marketing of the content.
Finally, here are some additional tactics to consider when
integrating measurement into your content marketing:
• Distinct 800 number on print and online initiatives
• Using individual URLs among different content projects
• Specific landing pages based on customer segment
• Every print or web page should have some type of call-to-action
• Use print and online versioning tools to send more precise content to customers and prospects based on their individual needs, and measure the impact difference.
It doesn’t have to be that way. There are so many affordable and
easy-to-use technologies available today that enable you to both
reduce costs and increase precision. Very importantly, effective
and efficient distribution powers the very best content marketing
strategies. After all, there’s not much point in creating great
content if you can’t deliver it. Now you can do both.
Find
Ultimately, we are only scratching the surface here when it
comes to content marketing measurement. The key comes
down to this: You have to plan for measurement. It is almost
impossible to measure the content vehicle after you’ve already
begun. An organization that invests in content without investing
in the measuring of that content doesn’t truly believe in the
content initiative.
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About the Author
Joe Pulizzi is a leading author, speaker
and strategist for content marketing. Joe
is first and foremost a content marketing
evangelist, and founded the Content
Marketing Institute, which includes the
premier international content marketing
event Content Marketing World and
Chief Content Officer magazine. Joe is
also CEO of SocialTract, the leading blogging service for service
professionals and co-author of the highly praised book
Get Content Get Customers (McGraw-Hill), recognized as
THE handbook for content marketing, as well as Managing
Content Marketing: The Real-World Guide for Creating
Passionate Subscribers to Your Brand.
Awarded “Custom Media Innovator of the Year” by American
Business Media, Voted Who’s Who in Media Business
by BtoB Magazine, Folio: 40, and recognized as the Most
Influential Content Strategist via Lavacon, Joe travels
around North America and Europe talking to marketers and
business owners about how they are indeed publishers, and what
they need to do about it.
Joe writes one of the most popular content marketing blogs in
the world and is overly passionate about the color orange.
For more about Joe, see Joe’s speaking site at joepulizzi.com or
follow Joe on Twitter @juntajoe.
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www.contentmarketinginstitute.com
Essential Content Marketing Resources
Chief Content Officer
magazine
2012 B2B Content Marketing
Research Report
CCO magazine is the leading print and
digital magazine dedicated to content
marketing strategy for marketing
executives. CCO is free to qualified
subscribers. Sign up here.
Here’s the full report on many of the
content marketing statistics found in this
white paper. Download the report
free today!
Get Content. Get Customers
Content Marketing
Playbook
Called “The Handbook for Content
Marketing”, Get Content. Get Customers.
teaches organizations how to use content
marketing to deliver relevant, valuable
and compelling information that turns
prospects into buyers. Available now at
Amazon.com.
You want content distribution
options? You got it. Here are 42
content distribution tactics and over
50 case studies from companies
doing content marketing right. Download the full guide today.
Managing Content Marketing
The follow-up book to Get Content Get
Customers, but focuses on how to manage
and structure content marketing inside the
organization. A must read for anyone who
“gets” content marketing and needs to
execute content programs. Available now at
Amazon.com.
Content Marketing World
THE premier annual event for content marketing, where
thousands of content marketers come together in one
location from around the world. Find out more about
CM World today!
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www.contentmarketinginstitute.com